For now the news media is maintaining its fever pitch as long as possible, of course, hungry to feast at the ratings trough. As one analyst told Howard Kurtz yesterday, “Cable news has 24 hours to fill, and there isn’t 24 hours of exciting news going on. If you scare people, they’ll tune in more.” Still, when flipping past CNBC on Monday afternoon I was a bit shocked to encounter the blaring graphic “Pandemic Pandemonium” accompanying a discussion about reaction on Wall Street. (In fact, the market barely budged early this week.)

Naturally, some news consumers are caught up in the hallucinatory chatter. From an inquiry to Bay Area physician and blogger Doc Gurley — posted, I kid you not, under the headline Swine Flu Sex? — on SFGate today:

Dear Doc,

My husband and I are trying to get pregnant. We’ve just recently “put the pedal to the floor” and are undergoing fertility treatment. Now I’m concerned that I may be putting myself and an unborn fetus at extra risk for the Swine Flu that is wending its way down the pipeline. Included in this concern is the fact that I’ve heard that anti-virus medications can adversely affect a developing fetus, which means it would be a lose/lose case scenario if I had the opportunity to prevent an imminent case in the future. Should we shelve this project for a few months or what?

Gurley replies that pregnant women do have “very mildly” suppressed immune systems. However, she continues, “The fact is, given the way the world (and media coverage) works, there will, undoubtedly, never be a time when the world looks rosy, all-welcoming, and risk-free. Yesterday’s potential nuclear annihilation is today’s swine flu. It’s a wonder, in fact, that any baby ever sticks its head out.”

If they only knew about the likes of AC360 or Countdown with Keith Olbermann.

Mexico, meanwhile, now suffers from a confluence of maladies. As GlobalPost’s Ioan Grillo reports from Tijuana: “Amid a U.S. recession, a fever pitch fear of the Mexican drug war and now an epidemic of swine flu sweeping across Mexico, Humberto Beltran says business at his border city store has nosedived 85 percent this April compared to the same time last year.”